Media kit

A media kit is a creator’s pitch document, covering audience demographics, platform stats, past brand collaborations and content examples, used to introduce themselves to brands or agencies.

It is usually a short PDF or web page that you can send on email or WhatsApp the moment a brand asks, “Can you share your media kit?”

It functions like a résumé for brand partnerships. Brands use it to judge audience fit and past performance before reaching out with an offer, and agencies use it to pitch you to their clients.

A good media kit answers a brand’s first questions without a call: who watches you, where they live, how your content performs, and who you have worked with.

Keep it short and readable on a phone, since it may well be opened on WhatsApp. Every number should have a source and a date range.

• A short intro: your name, niche, city and the platforms you create on.
• Audience: age range, gender split, top cities and countries, taken from your platform analytics.
• Performance: recent average views, reach and engagement rate on Reels, posts or videos, with the date range they cover.
• Past collaborations: brands or brand categories you have worked with, with links to the live content.
• Content samples: three or four of your best posts, including at least one brand collab if you have one.
• Contact: email, WhatsApp number and links to your profiles.
• Optional: your rate card, or a line saying rates are shared on request.

Say you are a Chennai-based travel creator on Instagram and YouTube. A simple way to build your first media kit:

• Take dated screenshots of your audience and reach insights from both platforms.
• Pick your best travel Reel, one long-form vlog and one sponsored post, each with its live link.
• Write a three-line intro: who you are, who your audience is, and which kinds of brands fit.
• Lay it out on two or three pages and export a PDF with a clear file name, such as YourName_MediaKit_Oct2026.pdf.
• Refresh the numbers every few months, and always before a big pitch.

• When a brand or agency asks for it, ideally the same day.
• With your first pitch email to a brand you want to work with, alongside two or three lines on why you fit.
• After a big jump or drop in your numbers, so the kit reflects your current audience.
• After a strong brand collab that you can add as an example, with its live link.

• Keep engagement and follower numbers current. An outdated media kit can misrepresent your actual audience.
• Include verifiable proof, such as screenshots from the platform’s own analytics, rather than self-reported numbers alone. A brand may ask for a live screen recording of your insights, so make sure the figures match.
• Link to a public track record, such as a CredFluence profile, so brands can verify past collaborations independently.
• Don’t list brands you haven’t actually worked with, or present a gifted product as a paid partnership.
• Don’t round numbers up. If a brand checks and they don’t add up, you lose the deal and your credibility with it.

A media kit shows your audience and results; a rate card lists your prices. A brand may ask for the media kit first to see whether you fit, then ask for rates. You can combine the two, but keep prices on a separate page so you can update them, or leave them out, without redoing the whole kit.